New look, branding for Sharks' mascot

"It was time to modernise our mascot," explains Mike Ablett, marketing manager of the Sharks, "So in partnership with Sunrise Productions, the producers of the award winning Jungle Beat TV series, we have brought him to life with a 21st century superhero look and feel."

The modern superhero Sharkie went live on 1 July 2011, as a character that interacts with fans and in a filmed animation, which will be shown on the big screen at all Sharks' games at the Mr Price Kings Park. He will also be appearing before all 3D movies shown at NuMetro cinemas in Durban.

"One of the most important benefits of Sharkie is that he is the ideal tool to promote the team and the game to young people and to grow the talent that we have in this country," adds Ablett.

"He is always positive about life and rugby and he is a true brand ambassador, promoting a healthy way of life and playing rugby in a safe and fair manner. He has a big heart and brings with him all the power and passion of the brand. So from a marketing point of view, it made sense to utilise his personality in further enhancing our brand."

Branded apparel

The 3D version brings branded apparel and merchandise, the largest portion of which is a children's clothing range, aimed at one to thirteen year olds.

Tendai "Beast" Mtawarira and Sharkie (Photo by Michael Marnewick)

The clothing range will be available immediately through The Shark Cage, the team's merchandise store in Durban and will be rolled out into various national retailers over the next year.

"We have not stopped at the apparel range; other merchandise is in production and, over the next six months, fans will see other goods go on sale including plush toys, bed linen, kids party, Christmas and back-to-school ranges of watches, rugby balls and clocks amongst many other items."

Fans can log onto sharksrugby.co.za.